Boost in promotions by Spotify spotlights the thriving independent music sector in South Korea

In a significant move to support Korea's indie music scene, Spotify partnered with the CJ Cultural Foundation in August. This partnership marked the beginning of a new era for indie artists in Korea.

The collaboration resulted in the co-hosting of "Tune Up Meets Fresh Finds" at CJ Azit in Mapogu, Seoul on Aug. 9. This event featured indie bands like Jisokury Club, can't be blue, and There's a Tuesday.

Spotify's global program, "Fresh Finds," launched in 2021, aims to support rookie indie musicians. Artists such as Now Ex (Nick Hampson) and DOTA, who were supported by Fresh Finds from 2023 to 2025, gained significant playlist placements and global recognition. Now Ex, in particular, garnered a substantial international following, selling out shows and boosting his audience worldwide. Malou Lovis, though not specifically Fresh Finds-supported, also experienced increased exposure after winning The Voice of Germany.

Alongside "K-Pop On!", Spotify has rolled out initiatives such as "Indie Korea" and "Fresh Finds." The Korean edition of Fresh Finds debuted in the same month as its introduction. In 2023, Spotify introduced "Indie Korea" and "Radar Korea," a program launched to spotlight emerging talent across regions and link them to global listeners.

Spotify's focus on delivering highly personalized music experiences extends offline as well. In June 2023, the world's leading audio streaming platform hosted its first media event of the year, "Spotify Soundcheck," in Seoul. The first "Speakeasy Live" followed in July, featuring the acclaimed rock band Silica Gel in Seongsu-dong. Fans chosen by lottery enjoyed an intimate performance of fan favourites and the unreleased track "Fefere" at this event.

The "Radar Korea" program, launched in 2020, selected an indie musician named Hanroro as a rising artist in June 2023. can't be blue, another Fresh Finds Korea artist, achieved the highest streaming numbers among Fresh Finds Korea playlists in the first half of 2025.

According to Spotify's Head of Music for Korea, Talwar, initiatives like Fresh Finds, Radar, and Speakeasy Live continue to support Korean music in various forms, empowering artists to share their creativity and stories both locally and globally. Spotify operates under the vision "Artist First," and these initiatives are a testament to that commitment.

Boost in promotions by Spotify spotlights the thriving independent music sector in South Korea